Why Are Brand Fonts Important?

Using the right fonts in your logo design, web design, body text, headers, subheadings, social media, and more help shape your brand identity. 

What Makes a Perfect Brand Font?

There are a lot of different fonts to choose from and many brands create their own. How do you know if you’ve chosen right? The perfect font for your brand should: 

Be unique & memorable

Some of the most iconic brands are recognizable by the fonts in their logo. Think of Google, Disney, and Netflix, and you’re probably picturing a typeface. Your brand fonts can have a similar effect. 

Be legible

However, don’t sacrifice readability for looks. No one can remember your brand if they can’t read its name. 

Work on every platform

Before you commit to a font, make sure it works on every platform you use from your website builder to your content management system to your social media. 

Appeal to your target audience

Just as you wouldn’t choose comic sans for a high-end fashion brand, consider what your product is and who your customers are before you choose a font. 


Types of Fonts & Their Personalities

Different fonts convey different moods and personalities. It’s important to choose a font personality that matches your brand personality. The main types of fonts are 

  • Serif
  • Sans Serif
  • Slab Serif
  • Script
  • Handwritten
  • Decorative

Serif Fonts

Serif fonts are named for the little feet on the letters. They convey the following traits: 

  • Classic
  • Traditional
  • Trustworthy

Time, Vogue, and Tiffany all use Serif fonts.

The letterheads for Time, Vogue, and Tiffany and co.

Popular Serif Fonts

  • Times New Roman
  • EB Garamond
  • Playfair Display
  • Baskerville
  • Lora
  • Merriweather
  • Bodoni

Sans Serif Fonts

Sans serif fonts don't have the little feet. They convey the following traits:

  • Modern
  • Clean
  • Minimalist

Facebook, Google, Netflix, and Spotify use sans serif fonts. 

The letterheads for Facebook, Google, Netflix, and Spotify

Popular Sans Serif Fonts

  • Helvetica
  • Arial
  • Open Sans
  • Roboto
  • Montserrat
  • Avenir
  • Proxima Nova

Slab Serif Fonts

Slab serif fonts have bigger, blockier serifs than standard serif fonts. They convey the following traits:

  • Bold 
  • Quirky
  • Confident

Volvo, Sony, and Honda use slab serif fonts

The letterheads for Volvo, Sony, and Honda

Popular Slab Serif Fonts

  • Rockwell
  • Roboto Slab
  • Courier New
  • Arvo

Script Fonts

Script fonts are written in cursive. They convey the following traits:

  • Elegant
  • Unique

Johnson and Johnson, Instagram, Cadillac, and Ford use script fonts. 

The letterheads for Johnson and Johnson, Cadillac, Instagram, and Ford

Popular Script Fonts

  • Pacifico
  • Allura
  • Dancing Script
  • Satisfy

Handwritten Fonts

Handwritten fonts, well, look like handwriting. They are not common with bigger companies. They convey the following traits:

  • Informal
  • Artistic

Popular Handwritten Fonts

  • Knewave
  • Permanent Marker
  • Patrick Hand
  • Amatic SC
  • Just Another Hand

Decorative Fonts

Fonts that don't fit into any of these categories are called decorative fonts. They convey the following traits:

  • Stylized
  • Distinctive
  • Dramatic

IBM, Disney, and Lego use decorative fonts.

The logos for IBM, Disney, and Lego 

Popular Decorative Fonts

  • Fredericka
  • Fredoka One
  • Lobster Two
  • Bangers

Font Pairings That Work

  • Serif + Sans Serif
  • Sans Serif + Script
  • Sans Serif + Sans Serif

Free vs. Paid Fonts

Free Fonts

  • Don't always come in all weights 
  • Most don't offer multi-language support
  • Narrow range of glyphs
  • Good free fonts can be overused
  • They might have poor kerning

Paid Fonts

  • Various font weights
  • Wide range of glyphs
  • Higher in quality than free fonts
  • No copyright issue if you pay for them

Brand Fonts Best Practices

  • Use Stylish Fonts as Accents
  • Choose Fonts That Have Multiple Weights
  • Ensure Your Brand Fonts Are Legible
  • Create Contrast Between Your Fonts
  • Choose Flexible Fonts 

How Sav Can Help

Sav is a growing business dedicated to empowering entrepreneurs, startups, and creators to succeed online. Whether you’re buying the perfect custom domain name, choosing the perfect template, perfecting your website, or going live and managing the online presence of your business, we’re with you at every step of building your beautiful website. Start your free trial to get started.

Luca Harsh

Luca Harsh

Luca Harsh is an in-house content writer for Sav. They live in Chicago with their cat, Polly. Yes, Harsh is their real last name.